Categoría: Marketing

How AI will change the way we understand the user experience on websites

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Everyone is talking about Artificial Intelligence (AI) and how is going to reshape the future. But this future may be closer than you expect and will have significant impact on many business and how we understand the customer experience.

Image from the movi Big Hero 6, where AI is used for... let's say healthcare.

Many years ago, having a website was a big deal. When I started in the digital business, you had to know how to code in HTML. The revolution came when software started to come out that allowed you to design websites using predefined modules. In the 2010s we started talking about responsible websites. But for a long time Flash design was everywhere. I remember those oversized images or banners that took up most of the home page of the website. And you had to scroll down for a while to access real content. Finally, HTML5 banished Flash and ushered in a new era, and new social media platforms pushed brands to stop worrying so much about their website, as they could approach their customers in a better and more direct way.

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How to distribute your content

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In previous posts we have talked about how to create and implement a content strategy. We have gone over the basic of content planning and how to adapt it to the customer journeys. Now it’s time to talk about how to distribute your content.

After all the work that we have put into creating a great content, it will be a shame if you don’t promote your content through the right channels. And it’s now when your customer persona plays an important role. How do you think your customers and prospects will access your content?

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How to adapt your content strategy to your customer journey

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We are now ready to start creating content. We have prepared our strategy, defined our objectives and we have our plan ready. Now we are faced with the question, what kind of content do we want to create?

It´s common sense that not all the content is interesting to all users. We have many different users, who experience our products or services in different ways and they are at different stages of the customer journey. A newcomer is looking for very different information than a regular user. And it will also be different when targeting a potential customer. Many experts recommend creating a buyer persona, but I would rather recommend starting with your customer journey first, as part of the strategy, and then creating different buyer personas to define the specific content to create.

Photo by Lisa Fotios on Pexels.com
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Prepare your content planning and strategy

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We love to make plans, well, most of us love to make plans. We plan our vacations, what to do on the weekend and, of course, we analyze and plan before we launch into a new business venture. Why should content be any different?

Photo by Anete Lusina on Pexels.com

The first thing you should do when thinking about your content strategy is define your goals. What do you want to achieve with all this? It can be something as simple as helping your customers use your products to generate more leads and sales. I always recommend defining SMART goals: they should be specific, measurable, achievable, relevant and time bound.

When first meet my team in Mexico, working for the Thermomix brand, I soon realized we needed to work on our content. I don´t know if you know the Thermomix brand. It´s a cooking appliance that helps people prepare amazing recipes. So it was important for us that our customers and potential customers were inspired with new recipes and ideas for cooking at home. Our biggest challenge was that we were a small team. The company had started its business in Mexico for a few years and I was asked to come and help promote sales and set up the marketing team and strategy. At that time there were only three of us on the team, and we had to do the same work as other countries with larger teams (and of course more sales).

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Planning your content strategy

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When you have realized that having the right content is important to promote your brand, your products and get new customers, it’s time to start planning and organize your work. Content creation and content management is not about creating content without a plan. You must think first, and then create your content.

The first thing you need to understand is that create new content is not free. It will either cost some of your time or, most of the time, also some or a lot of your money. That´s why it´s important to have a plan before jumping into the creation phase.

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Introduction to content management

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Few days ago, I was talking with a friend who needed help promoting his business. He had come up with an idea to generate more customers with a new service that he could easily implement in his company. “This sound like a good plan”, I told him. “But I don´t know how I can implement it, my customers don´t know they need it”, he said.

Photo by Engin Akyurt on Pexels.com

This may sound familiar. Many times we come up with ideas about new products and services, good ideas, that we don´t know how to share with our customers. They´re many things you can do to try to solve this, but we are going to talk today about one: content generation and content management.

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How AI could change customer experience

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After many years working in marketing and customer experience, I´ve always believed that the best way to support a sustainable business growth is to develop and implement the right customer experience. For many years, many different companies and industries have been trying to design the perfect customer experience and organizations jumped into the race of accumulating historical customer data. The problem many companies faced is that most of the time no one knew exactly what to do with that data.

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What Omnichannel has to do with the quality of your customer data.

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We can agree that Omnichannel is a trend now and many companies and business are looking for new ways to engage with their customers. I have been working in omnichannel for a few years now and I always pay attention when people ask what I do for a living.

Most people, when they talk about omnichannel, think of companies that offers them the possibility to buy their products online or via app. Few refer of physical stores and only a couple talk about direct sales. But in reality, omnichannel is much more. It starts even before you become a customer.

One of the biggest challenges facing an omnichannel strategy is how to ensure data quality. Today, customers expect brands to deliver individual experiences when behavioral patterns have become less and less predictable.

Imagine you sell sofas. It’s easy to find a customer or a prospect who visit your online shop or website, takes a look around and check out some of your products. Maybe he/she subscribes to your newsletter looking for special promotions. Then visits your store downtown, because before buying a sofa it’s important to sit on it and make sure it’s comfortable (I always do the nap test). Of course, for sure you are not the only option, so the customer keep looking and after a few days/weeks, comes back to your website and make a purchase.

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How to create a growth strategy for your CRM

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It’s been a while since my last post. Actually, it’s been too long. Also, I’ve taken the decision to start writing in English. This may upset some of the people who already follow this blog, but since I’ve worked for almost 4 years in international environments, it seems like a natural step. Of course, I’m not a native speaker, much less a native writer, so I will ask for your understanding and please excuse me whenever I make a mistake (and I will make mistakes for sure). With that said, let’s get down to business.

Photo by Matthew Henry from Burst

Couple of weeks ago I was talking to a friend about how to build and grow his CRM. She was looking for ways to develop a CRM strategy that could drive the growth of her CRM database. Throughout the discussion, I realized that one of her problems was that her actual company misunderstood the topic of CRM. Many companies include their CRM strategy within their Marketing strategy, as it were just a part of the marketing department, disconnected from other areas of the company. Especially sales.

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El elefante y la hormiga

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Hace unos días hablábamos en la oficina sobre los proyectos para 2020, en un ejercicio que solemos hacer cuando ya el año en curso está abocado a su fin, donde podamos alinear estrategias, prioridades y, ante todo, tiempos.

En medio de esta conversación surgió un tema que suele ser recurrente en muchas empresas: ¿cómo queremos afrontar un determinado proyecto (un tanto ambicioso)?.

Es muy normal que las empresas, cuando se enfrentan al desafío de desarrollar una nueva solución tecnológica, utilicen algunas de las herramientas o sistemas de gestión de proyectos que existen a día de hoy. Tales como el «Design thinking«, que utiliza procesos cognitivos para desarrollar nuevos productos o servicios, puedes optar por una aproximación «Agile» (estas es más una filosofía de trabajo que una metodología) o incluso por formas más tradicionales como Prince2.

Photo by Startup Stock Photos on Pexels.com

Una vez que hemos definido nuestra forma de trabajar, comenzamos a reunirnos con diferentes equipos, organizar diversos workshops y actividades, para lograr saber qué queremos hacer, cómo nos gustaría hacerlo y el resultado que nos gustaría obtener.

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